River cruise brand u-turns on ‘millennial-only’ age

New river cruising brand U by Uniworld says it is “excited” to be removing the controversial age restriction.

U by Uniworld, branded as a “new take” on river cruising, has dropped its 21-45 age limit after reviewing “demand from both consumers and trade”, TTG reports.

The soon-to-launch river cruise brand, which will offer sailings on the Seine, Rhine and Danube rivers, says it has learned that “experience is less about a number [passengers’ age] and more about an entirely new offering, appealing to a new generation of river cruisers”.

U adds that it is “excited” to be removing the age restriction, to offer “more likeminded adults the opportunity to experience” its product.

Even more than that, the brand describes the move as “great news for agents” that will open up “a whole new sales opportunity”.

Guests being advised
The on-board experience will not be changed as a result of taking away the age limit, U stresses, adding that guests with bookings are being advised, and any questions can be discussed on a case-by-case basis.

“Originally, U was specific in defining its target market between the ages of 21 and 45, but has learned that the experience is less about a number, and more about attracting a new generation of adult travellers to river cruising,” said Chris Townson, Uniworld’s UK managing director.

“The experience isn’t changing – we’re still taking river cruising in to a whole new space, sailing on sleek, stylish ships, offering adventurous and action-packed itineraries and celebrating each city’s vibrant nightlife.”